The Group

This is MODCo.

We bask in the glory of a great idea coming to life and a client who’s thrilled with the results. We get excited about every project we do from global omni-channel campaigns to start-up company logos, and nothing leaves our shop that we would not put in our portfolio. With the ability to work across all media platforms, current and future, we are able to maintain our client’s brand message with a consistency that truly maximizes their impact.

Founder, CCO (Boss Lady)

Sara Rotman

Prior to forming MODCo in 1996, Rotman’s professional experience ranged from Sony Music to Saatchi & Saatchi and RDA International where she was a creative director to VH1 and Broadway Video, and had the opportunity to delve into writing and directing. It was during this tenure that Rotman found her niche working in fashion, beauty and entertainment. Often called upon to develop or update brand identities for New York’s uptown set, she and her MODCo team have launched or breathed new life into many upscale brands, including Tory Burch, Carolina Herrera, Circa, Theory, Nina Ricci, Thompson Hotels and Modern Bank among them.

According to Rotman, MODCo’s key to success is developing cross platform approaches to branding and understanding how to create sustainability for their clients. Ask their long-standing clients, however, and they will tell you that it is their unflagging devotion to meeting their needs and a genuine love of what they do. Now with more than 19 years experience working in the fashion, beauty and cosmetic industries and numerous awards to her credit, Rotman has a thorough understanding of the unique sensitivities and issues involved in creating and maintaining a brand’s image.

COO / FOUNDER

Erik Dochtermann

Prior to founding the firm, Erik worked for other media companies in the fields of barter, sports marketing and traditional communications planning. Over the past 25 years, Erik has developed a deep understanding of what growing businesses need to succeed – not simply from a communications perspective, but from an integrated business structure. Erik has grown these skills not just from observing and partnering with clients, but from the 7 other companies he’s either created or invested in. At MODCo Media, Erik has built a team of self-actualizing pioneers who actively seek what’s next on the horizon. Erik himself is also always seeking the next thrill, and is a passionate athlete, from rock climbing to skydiving, kayaking and triathlons…anything that gets the blood pumping!

President, MODCo Media

Ellie Bamford

Ellie Bamford is a global media executive, with over 15 years of management, leadership and strategic planning experience. Prior to joining the team at MODCo, Ellie worked as an Account Director and Strategic Planner, and steered media teams at News Corporation. Ellie has successfully spearheaded research and media for multimillion dollar accounts, including Take Two Interactive, BMW, Estee Lauder, NBC News, and Genworth Financial. As President of MODCo Media, Ellie oversees and is responsible for, the day-to-day development and management of all accounts. She is a seasoned expert in consumer and market insights, with deep experience in syndicated research tools, and a keen understanding of how to keep a team nimble and drive strategic communications planning. Ellie also leads new business development, market research programs and provides corporate growth strategy. Oh, and let’s not forget, with over 13 years of cosmetology experience under her belt, she is also MODCo’s resident makeup guru.

Director, Creative Services

Gretchen Vater

Gretchen has more than 15 years as a brand, creative, talent manager and strategist in the fashion, beauty and luxury brands. Prior to joining MODCo, Gretchen has worked with brands suchas Estée Lauder, Fendi, Mercedes-Benz, Michael Kors and Dior facilitating all phases of creative and cross-platform execution. As MODCo’s Director of Creative and Client Services, Gretchen manages the day-to-day operations of our expanding creative team.

Director of Digital

Anthony Reddish

Anthony comes to MODCo with a deep understanding of all things digital. A jack of all trades, Anthony - better known to the MODCo office as "Digital Anthony" - is involved in every step of the digital process from creating the big idea, to pitching, to developing UX and building the project. An expert in managing digital projects and working closely on the strategy, UX and information architecture of each project to generate an ROI, it's no wonder that Anthony's savvy has been enlisted by big-name brands like Benjamin Moore, HardRock Hotels, Stila Cosmetics, DoubleCross Vodka, Soul by Ludacris, Pfizer, Refinery 29, Interior Design Magazine, and AT&T. At the end of a long, grueling day, you can find Anthony unwinding with an episode of the Real Housewives of Beverly Hills, taking notes from his true inspiration, one Miss Lisa Vanderpump.

Kate Cunningham

With MODCo since 2010, Kate recently left New York headquarters to take on the role of Account Services lead at MODCo's Los Angeles office. Having accumulated extensive experience in account management, brand strategy, digital/social marketing and print/TV shoot production, Kate is proud to have worked with brands such as Vera Wang, David's Bridal, Zales, Hanes Brands Inc., Calvin Klein and P&G Beauty.

Director of Account Services

Kristal Herr

Kristal brings over 12 years of experience creating award-winning workfor some of the world’s most iconic brands, including Coca-Cola, Celine,Ferragamo, Moet, Burberry, Walmart, and LVMH. She has worked onboth the media, creative and client side crafting 360 marketing plansfor brands, based on business needs and consumer insights. Mostrecently based in Hong Kong, Kristal has deep experience in theinternational fashion & luxury market place, as well as insight into theglobal consumer.As MODCo Media’s Director of Account Services, Kristal leads strategicthinking and ensures the business needs of our clients are being met.After a long day on the ski slopes, you can find Kristal in the localKaraoke bar singing her favorite K-pop songs

Traditional Media Buyer

Amy Horowitz

Amy is a seasoned TV vet with 15+ years of experience in Entertainment based business. She has worked on Paramount, Sony, FX, HGTV, and GSN to name a few. She is proud to say she was the TV lead of the successful series launch of FX’s American Horror Story. Amy is a born negotiator and aims to get the best deal out there. She is pop culture junkie and TV is not only her job, but her passion. A native New Yorker who has an accent to go with the city she loves.

Interactive Designer

Annie Ryan

With a background in Industrial Design, Annie brings a user-focused perspective to the team at MODCo. Her multidisciplinary background allows her to create solutions that merge empathy with beauty. While she has a passion for digital, she will always enjoy making things with her hands, and can be found doing papercraft or baking scones in her spare time.

Art Director

Chad Powell

Hailing from a small town in Michigan – think cows, cornfields and wide-open spaces - Chad has called New York his home since 2010. Now in his second year at MODCo, Chad is an integral part of all things digital, but his work and skillset spans across numerous creative platforms, from rebranding, to brand identity roll-out, to advertising campaigns and marketing creative support for clients like Bella, Capezio, and Lane Bryant. When he’s not striving for pixel perfection, Chad offers up his music savvy in the role of MODCo’s official in-house DJ. He may be Michigan-bred, but Chad is a true Brooklynite now.

Senior Art Director

Cressida Payavis

Cressida brings over 15 years of creative experience in branding, advertising and packaging to the MODCo team, having worked with a diverse array of brands like American Apparel, Condé Nast, P&G, Sassoon and Swarovski. Trained as a painter, her eye draws from her everyday surroundings to create stunning and ownable visual campaigns. Since joining Team MODCo, Cressida has spearheaded the Lane Bryant, Lyssé and Via Spiga accounts from brand identity roll-out, advertising campaigns and on-going marketing creative support. Known throughout the office for her ability to turn an all-black outfit into something original, unexpected and just plain badass, Cressida is a true master when it comes to "edging up" the classics.

Associate Media Director

Daniel Cartwright

With over 8 years of media experience, Daniel Cartwright has worked with a diverse set of clients that span from children’s educational entertainment to high end Jewelry. Having started his career at Zenith Optimedia, he has worked on such accounts as Verizon Wireless, Fox Home Entertainment and Verizon. Since joining MODCo, he has contributed to the Harry Winston, Circa and Take-Two Interactive accounts. While Daniel thrives in traditional media, his specialty is digital media, leading the team in social, mobile, digital video, display and search. Daniel is a Google Certified social media Guru ready to take your media to the next level.

Associate Media Director

Derrick Chen

Derrick has over eight years of media experience, working with agencies in New York and Los Angeles. Derrick has worked with brands like, Western Union, GlaxoSmithKline, and Dolby. In recent years, Derrick has moved toward the entertainment category, behind hit releases such as The Dark Knight and the Hangover (Warner Bros.), as well as several video game publishers including Capcom, Square Enix, and Disney Interactive. Hailing from NYC, Derrick’s passion for media and technology has kept him in front of all of the latest gadgets and trends. If ever you need a recommendation on a new smartphone or tablet, Derrick’s your guy!

Latam Market Strategist

Diego Basave McPhail

Diego moved to New York City in 2014. He was born and raised in Mexico City, where he received a B.A. in Communications and worked in the gaming industry for six years as a Marketing and Sales Manager for IDG Consulting Group, representing some of the top videogame publishers in Latin America, such as Activision, Take Two, Square Enix, Konami, and Turtle Beach. Diego recently wrote a book about the habits of people in Mexico City called El Libro Chilango (Planeta, 2013). He also loves to travel every time he gets a chance.

Digital Media Planner

Elizabeth Schwartz

From Taiwan to New York, Elizabeth’s passion for Advertising led her to MODCo. She began her career in Pharmaceutical advertising, and enjoys seeking creative ways to convey the spirit of a brand through digital media. At MODCo, Elizabeth continues to adapt her clients’ respective strategies to an ever-changing digital landscape - coordinating digital media across a multitude of fashion accounts, including True Religion, Hunter Boots, and Alex and Ani. To unwind, Elizabeth enjoys painting, cooking, and discovering the unlimited food selection that NYC has to offer.

OOH & Experiential Supervisor

Felicia McCleary

Felicia’s expertise in the out of home and experiential space has made her savvy and well versed in the development of innovative outdoor media strategies and experiential brand activations. Bringing 12+ years of experience to MODCo, Felicia has helped strategize and develop campaigns for key accounts like, Take Two Interactive, NY Health & Racquet, Macy’s, Harry Winston, and Casual Male. Always on top of trends and events, Felicia also contributes to coveted fashion opportunities and ground-breaking campaigns that generate buzz for clients.

Associate Director, Analytics

Hugh Prysten

Hugh comes to us from Morpheus Media where he was a Senior Strategist working on GUESS, Moda Operandi, The Frye Company, Zumba Fitness, StyleBop and more. He has extensive experience in CPA/CPL focused paid performance media campaign management, but also an in-depth knowledge of & experience in media analytics and technology platforms. He will be spearheading the agency’s direction to a more holistic view of media performance across multiple channels with insight beyond the core performance metrics. Hugh will also continue working to help streamline onboarding new clients, implement analytics measurement reporting, refine/expand our reporting capabilities/efficiencies, and help develop strategic recommendations for our accounts. Hugh is a ceramic/pottery artist, who is also fluent in Japanese and loves to travel and scuba dive.

Assistant Media Planner

Jennifer Ma

Jennifer is a recent graduate of NYU Stern with a BS in Marketing and Accounting, and a minor in the Business of Entertainment, Media, and Technology. On the MODCo team, she coordinates digital media efforts across display, video, and social for Take Two Interactive. Before joining MODCo, Jennifer earned media experience at CBS as a TV Research intern and at SymphonyAM in cross-media measurement. Outside of the workplace, she enjoys photography and checking out the newest restaurants around the city.

Broadcast & Video Director

Joseph Jurkovic

Joseph is a seasoned TV expert whose experience spans over 17 years on brands such as Proctor & Gamble, KRAFT Foods, Pillsbury, Burger King, Chico’s, Swatch Group, and Nestle. Over the last 10 years, Joe has positioned himself as one of the lead negotiation strategists in Broadcast and Video for gaming goliath, Take Two Interactive. Joe’s passion for the entertainment industry keeps him up to date on all of the up-and-coming content being released. A New York native, born in Astoria, Joe keeps close to his Queens roots and has a strong belief that EVERYTHING is negotiable.

Client Strategy Supervisor

Julia Claflin

Julia has over 7 years of experience in both traditional and emerging media. Her expertise is in digital performance and branding media, as well as innovative and emerging solutions. Prior to MODCo, Julia was a senior strategy lead at Morpheus Media, where she led the strategy and execution for top luxury and fashion brands like GUESS, Vince, EDUN, and De Beers. She is also experienced in developing affiliate marketing programs, working with analytics and social platforms, and developing scalable user acquisition campaigns. Currently, Julia manages the agency’s Account team to successfully onboard new clients, leading the implementation, strategy, and growth of multi-channel campaigns. When Julia’s not traveling for business or pleasure, she enjoys running in her local park, refinishing antique furniture and trying out new recipes.

Search Media Planner

Kevin Villatoro

With a strong background in marketing, business and information systems, Kevin Villatoro specializes in various SEM tactics, including keyword research, quality score optimization, CPC reduction, and traffic analysis. Kevin assists the search media team by raising conversion and reducing ad spend. A former resident of Belize, Kevin loves the ocean, wind surfing and scuba diving.

Senior Media Planner

Kimberly Van Schoick

Kim brings to team MODCo 3+ years' professional experience in marketing strategies, interactive media planning and executions. She possesses analytical and innovative skills that bridge the gap between creativity and strategy amid an ever-evolving digital marketplace. Kim brings to the MODCo team a specialization in display solutions for various luxury brand clients; previous clients include NET-A-PORTER brands, GUESS Inc. and Audi. Currently, she is following her passion for performance driven media for clients in the Fashion category. When not working, Kim is participating in multiple ZogSports such as Football, Dodgeball and Volleyball.

Kristin Treurniet

Kristin brings over 6 years of advertising and branding experience to MODCo. A Texan girl by way of Indonesia, Kristin’s account experience ranges from traditional account management and shoot production, to brand strategy and new business management. Since joining MODCo in late 2012, she has led major advertising accounts, including Lane Bryant and Cacique, as well as exciting strategy and branding engagements for clients such as WEtv, Under Armour, Body Central, and Lyssé. Prior to working at MODCo, Kristin worked on a number of global accounts such as Tommy Hilfiger, Donna Karan International, and Bottega Veneta. When she’s not hard at work, Kristin can be found cheering for the San Antonio Spurs or paddle-boarding.

Associate Media Director

Lisa Frangella

Lisa was first drawn to media planning while studying at Syracuse University’s S.I. Newhouse School of Public Communications. Throughout her media career, she has gained experience across a wide range of clients, including pharmaceuticals, government, finance, and travel. She currently oversees media planning and execution across all channels within the fashion, luxury, and retail verticals. Outside the office, Lisa enjoys cooking and attending country music concerts.

Account Supervisor

Maria Saravia

Born in London and raised in New York, Mexico, Miami and Argentina, María is MODCo’s resident global ambassador and, up until recently, ran MODCo’s South American office out of Buenos Aires. Now an official member of the New York team, María's international background brings a global and dynamic flare to MODCo (not to mention a major dose of Latina charisma). Having worked at avant-garde advertising boutiques in Buenos Aires and on multinational advertising companies in Spain and the US, María’s experience managing campaigns for brands such as Coca-Cola, Airtel, Unilever, Renault, and Telecom, among others, broadens MODCo’s insight into major consumer brands. Don’t let her killer instincts and keen strategic mind fool you, María is known throughout the office (and among her clients) for her warm disposition and ready-for-anything versatility. Besides being lucky enough to love her job, María loves the argentine campo, her horses and her rescue dog, Palma.

Art Director

Marian Shelley

Hailing from Caracas, Venezuela, Marian has been a New York City dweller for the last ten years, working with diverse clients on brand identities, interactive projects, packaging and product design. A graduate of Parsons School of Design, Marian couples conceptual thinking with a strong background in branding to create multifaceted identities that translate easily into physical, printed and digital environments. She delights in overseeing and crafting every step: from initial brainstorming to final execution.

She enjoys beautiful books and sparkling conversation, but nothing beats the perfect sandwich.

Executive Assistant

Matthew Conley

Matthew brings nearly a decade of marketing and strategy experience to MODCo, having worked with industry leading brands such as Absolut, Malibu, MillerCoors and Aquafina. He has carried out Absolut’s National event executions, media buys, and various experiential campaigns. In 2013, Matthew became the sole Sales Activation Manager of MillerCoors for New York City and Fire Island. Commanding 45 accounts and collaborating with over 15 community organizations and non-profits has instilled within him the insight and adaptability required for the ever-evolving needs of MODCo and its clients.

You can easily find Matthew browsing the vast vintage offerings in Brooklyn, or sipping rosé while sun soaked on Fire Island.

Assistant Media Planner

Rebecca Young

Rebecca is a recent graduate of Syracuse University with a B.S. in Advertising and Psychology. Prior to joining MODCo, Rebecca helped build the digital footprint for startup Prose Media. She combines her love for all things fashion along with her advertising skills at MODCo to help coordinate digital efforts across accounts such as True Religion, Hunter Boot, Alex and Ani, Via Spiga, and LAGOS. An avid music-lover, Rebecca enjoys discovering new artists and she can often be found dancing in a crowd along with some of her favorite bands and DJs.

Senior Digital Planner

Sam Roukas

Sam is one of the primary digital planners for entertainment and gaming clients. Sam has over 2 years’ experience on various Google brands’ planning and accounts teams, including Nexus, Google+, YouTube, and Chromecast. He boasts a love of all things digital, with special passions for brand measurement and mobile ad technology.

In his spare time, Sam enjoys tasting and learning about all of the great whisky, wine, and food in New York, from all over the world.

Search Media Supervisor

Steve Chladnicek

Steve brings search engine marketing expertise to MODCo along with over 9 years of experience covering traditional media, SEO, and analytics. Having worked with a diverse set of clients including NFL Football, Tommy Hilfiger, Toll Brothers, and Dicks Sporting Goods, Steve combines his knowledge of search and the web to develop strategies for efficient performance media and effective branding campaigns utilizing paid search, the Google display network, and YouTube. Outside of the office Steve enjoys cycling, snowboarding and playing guitar.

Account Executive

Tara Purtill

Hailing from Buffalo, Tara graduated with an accredited degree in Public Communications from SUNY Buffalo State. She is a triple threat with extensive experience in advertising, public relations and event planning. Tara started her career at MODCo with the media planning team, most specifically around SEM and Performance marketing.

Now as a member of the Account and Client Service team, Tara assists in the management of projects and planning for key fashion accounts. She also works closely with the Strategy and Research teams with a focus on consumer behaviors and shopping trends. Outside the office, when Tara is not exploring the city with family and friends, you will find her volunteering her talents to the Autism Speaks to Young Professionals Committee.

Art Director

Tara Jarick

After graduating from Savannah College of Art and Design, Tara has spent nearly a decade working in the Graphic Design field, perfecting her skills in print design, web design, marketing material, corporate identity, print and out of home production, photography, drawing and painting. Tara’s creativity and eye for detail and design is exemplified through projects such as the design and production for Gruyère’s U.S. print and online advertising campaign, marketing material and Gruyère UK print advertisements, and print and out of home production for Take Two Interactive and Harry Winston. When not at work, Tara enjoys trying new restaurants, working on creative art projects, and traveling.

Account Manager

Telina Pedro

Telina has over 5 years of diverse experience spanning public relations, sales, and advertising. Having worked both agency-side and in-house, she brings a unique perspective and a deep understanding of business, media and client services to team MODCo. Previously, Telina was lead Media Planner/Buyer on Manilla for Hearst Corporation at M&C Saatchi Mobile. Having lived in 7 different states and abroad, she credits her love of working in a client-facing role to her experiences meeting people from all over the world. A Floridian at heart, Telina loves NYC’s sunny, hot summers and fends off winter writing a cooking blog.